Facebook is all about interaction; posting, liking, sharing and commenting. So why do so many companies neglect a vital part of that interaction with their customers by neglecting to see Facebook as part of their digital marketing program?
Social media analytics company Locowise recently investigated how companies that are active on social media platforms like Facebook respond to comments from their customers and were surprised at what they learned. We were too. During the month of May, Locowise conducted a study looking at 900 company Facebook pages with nearly 300 million total page likes. The study focused on the 51% of these companies that allowed people to publish posts on their company page timelines.
Given the ease of Facebook and it’s immediacy, one would expect an even quicker customer service response than you’d get via e-mail or phone. Shockingly, 87% of posts did not receive a response at all.
Other metrics were not much better:
- 65% of all pages did not respond to any posts
- Pages that did respond only did so to 37% of posts
- Only 13% of posts received any response
If a response was received:
- 33% of posts were responded to in 60 minutes or less
- 15% of posts received a response in 2 to 4 hours
- 9% waited 4 to 8 hours
- 10% had a wait of 8 to 12 hours
- 21% received a response within 12 to 24 hours
Not Going to Answer? Don’t Ask for Comments!
So what should you do to ensure your company’s Facebook page doesn’t disappoint customers? For starters, if you know that no one will be monitoring or responding to comments posted on your page, disable the commenting feature. In “Settings” click on “General” where you’ll see an option for “Publishing Ability.” Simply unclick the option to allow other people to publish to your timeline and you won’t have to worry about it.
Fulfilling Facebook’s Potential as a Digital Marketing Tool
However, if you do want your Facebook page to reach its true digital marketing potential, make sure that your customer service staff has access to the page so that they can see the posts and let them know it’s a priority. A response need not be detailed but should be prompt, letting the customer know you are looking into it. This will tell them that that they’re a priority for your organization.
You can also use your page proactively for customer service. If someone makes a mistake or there is an “oops” moment, post info about it on Facebook immediately, before someone else puts it out on social media. By talking about it first, you take control of the narrative. Follow up with details of what you are doing to resolve the problem. Customers will see your company as honest and willing to do what it takes to fix a mistake or right a wrong.
Although the Locowise study focused on Facebook, the same principles apply to other social media platforms. Monitoring social media channels is a vital part of any digital marketing program but it can be a daunting prospect. Ridge Marketing can help you with social media management plans and programs. Contact us to see what we can do for you.